Studies show that there are currently over 276 million wireless users in the U.S., and during the

Fantastic news! We've Found the answer you've been seeking!

Question:

Studies show that there are currently over 276 million wireless users in the U.S., and during the first half 2010, users sent about 740 billion text messages. After much consideration, AWP decided that group text messaging was a good solution to their communication woes. AWP was ready to go but didn`t know how to start finding subscribers. They weren`t sure what to say and when to say it. They also were worried that by just asking for donations they would be missing out on making a connection with their supporters.

Background

Americans for Wildlife Preservation (AWP), based in Salt Lake City Utah, goal is to protect endangered plant and animal species, along with their habitats. AWP campaigns to raise awareness on what individuals can do to help preserve the growing list of endangered species. AWP was concerned that their traditional ways of getting their message out to their followers was no longer effective. Direct mail is slow and email often gets lost or trapped by SPAM filters. AWP also felt that there was a disconnect with their followers during important events and campaigns. There was not a way to communicate directly to individuals when there was something important to share or to market themselves. Their tight budget did not allow for mass mailing or TV ads each time they had something they wanted to share.

Solution

AWP recruited subscribers from their online database and mailing lists. They added a "Mobile" subscribe field to their mailing list section on their website as well as their sign up sheets at events and donations slips. AWP also decided to mix up their text schedule and not text too often. Instead of just focusing on fundraising via mobile, AWP decided to engage members with other meaningful opportunites such as volunteering locally, sharing news related to their organizations and sharing facts. Because it`s text messaging, they could actually engage in some back and fouth conversations rather then just pushing out alerts or appeals and having one-way conversations.

Lesson Learned

AWP soon realized that keeping their texts simple and interactive opened up communication and encouraged individuals to learn more about their cause. In turn, this increased the number of people that supported their cause through volunteering, donations, and recruiting other supporters.

Discuss your views on the pros and cons of this type of technological marketing. Do you believe that receiving texts from a nonprofit is more effective? - would you give more, donate more, or be a better advocate for the cause?